China Meta Guide

Ministry of Culture and Tourism

Chinese name
中华人民共和国文化和旅游部
Unified Social Credit Code
11100000000013573W
Website
Weibo
5713450386

The Ministry of Culture and Tourism of the People’s Republic of China (中华人民共和国文化和旅游部) commonly used short form is Ministry of Culture and Tourism (文化和旅游部) and the very common abbreviation is Culture-Tourism Department (文旅部). MCT acts as a national policy and coordination body for digital-human adoption across culture-and-tourism rather than as the operator of a ministry-branded digital human. It does so by co-issuing a Smart Tourism Innovation and Development Action Plan (智慧旅游创新发展行动计划) that promotes use of new technologies and equipment in cultural and tourism venues, with digital humans included as one element within smart-tourism solution sets, and by providing official guidance or endorsement for major digital culture-and-tourism events where provincial departments and partner organizations launch culture-and-tourism virtual humans for branding, interpretation, and visitor engagement. No ministry-owned flagship digital-human program, ministry-run deployment, procurement, or named ministry-operated digital human is attributed to the ministry itself; implementations occur through provinces, cities, venues, and vendors within the broader domain the ministry oversees.

The Smart Tourism Innovation and Development Action Plan is used as a national policy anchor for accelerating culture-and-tourism digitization characterized by digitalization, networking, and intelligent services, and it is repeatedly linked to practical deployments that use digital humans and adjacent AI tools in visitor-facing and marketing workflows. The described applications cluster around intelligent guiding and interpretation, with digital-human guides in scenic areas, museums, and heritage venues providing route planning, information lookup, and on-site narration, including deployments that cover multiple explanation points within a single destination; interactive cultural storytelling, with historical-figure or IP-style virtual digital humans that can converse with visitors and deliver scripted or knowledge-base explanations, including the Tengwang Pavilion virtual digital human “Wang Bo” used for interactive engagement; and demonstration-and-rollout mechanisms designed to promote model replication and supply–demand matchmaking, explicitly treating digital-human guide and tour services as representative intelligent offerings. The same policy framing also connects digital humans to commercialization and operational tooling, including digital-human livestreaming, AIGC-enabled content production, marketing traffic guidance, and marketing data monitoring, and to integrated “metaverse + culture-and-tourism” scenario building that combines digital humans with immersive interaction technologies such as AR/VR, cave-style spaces, naked-eye 3D, cloud rendering, and graphics engines; digital-human and immersive “metaverse + digital human” solutions are described as selectable, promotable solution packages within this implementation framework.

Leading Officials for the Smart Tourism Action Plan:

2025

2024